Tag: communication

WHY PR FIRMS ARE TRUSTED TO MANAGE INTERNAL COMMUNICATIONS

Posted on February 24, 2021 by

The changes that workplaces have had to experience in the last twelve months have been significant to say the least. With employees across the UK been forced to adapt to new technologies, trading their office desk for the dining table, it has certainly been an unsettling time for many.

Amid the ongoing challenges we have all experienced throughout this global pandemic, the benefits of consistently engaging with employees has never been more evident. It has become a necessity for businesses large and small to better understand the critical role that a robust internal communications strategy plays.

As the economy begins to reopen, it is anticipated that flexible and remote working will become a more conventional workplace practice. As such, with teams potentially operating from different locations, implementing a refined employee engagement strategy must become a priority.

Whilst workstreams can be carefully monitored online and outputs reviewed, keeping employees informed and engaged is just as important to ensure they feel valued and important. As well as supporting a positive culture, this could also positively impact on productivity.

The challenge, however, is putting in place an approach that can be adopted by different departments, varying roles and responsibilities.

CALLING ON THE PROFESSIONALS

For some it will be obvious, but for others, calling in the experts by outsourcing all internal communication requirements may seem strange.

However, when we think about it more literally, the same strategies and tactics used by PR professionals to form a positive public perception of a business can be transferred to achieve the same outcome internally.

Forming part of a wider PR strategy, the purpose of internal communications is to reflect the core values, long-term goals and workplace culture at a company. As with external PR activity, sharing a consistent message across multiple channels will ensure the message resonates with the audience; in this case employees throughout the business.

Once a business decides to communicate with their workforce in the same way they do with clients, prospects and stakeholders, employee engagement and satisfaction will improve.

CELEBRATING SUCCESS

Regardless of the size of an organisation, its departments and the skillsets of the teams, all employees are responsible for the success of a business.

This is why celebrating and showcasing any milestones that individuals, teams or the wider workforce achieve should form the foundations to an internal communications plan.

Keeping employees informed and updated, whether that’s highlighting promotions; new appointments, new client wins or reaching financial targets, all of these will help those working for a company to feel more valued and committed to the wider business objectives.

CHOICE OF CHANNEL

To reach the intended target audience, which in this case is employees, the way the information is shared is just as critical as the content that is created.

Although social media is widely used for PR campaigns and within communications strategies, the choice of channel will always be a critical factor when it comes to measuring success and engagement.

The same can be said for internal communications. In this instance, LinkedIn would be the most obvious platform to choose when encouraging and supporting engagement with employees.

As a way of communicating directly with team members and the wider business community, it can be used to build positive associations drive insightful responses and reiterate the benefits of working within that company.

MAKE SURE EXTERNAL COMMS MIRROR INTERNAL AND VISA VERSA

News and blog sections on a company website should be frequently updated. This is often where employees will go to get updates about a company outside of the internal channels that they have access to.

Ensuring that the content that is shared internally is consistent with what is shared to the wider public will instill trust. Sharing more detailed, insightful and informative content about business activities on a website means employees can remain informed about any corporate updates or projections for the future that may not sit comfortably as an update to all staff.

Using the right channels at the right time and in the right order will be the making or breaking of an internal communications strategy. It is important to give this the time, thought and resource it deserves. Whether you want to share complex and analytical insight or lighter and briefer updates, each piece of content can be leveraged to help communicate critical messages to employees whilst encouraging open discussions within the workplace.

Whether it’s good or bad, the objective of internal communications is to ensure employees are given updates and announcements from the business directly, rather than from outside sources. Managing internal communications and placing as much focus, attention and value on it as you would your engagement with other audiences will deliver greater value. After all, an informed, aware and engaged team are more likely to become committed, productive and positive.

THE MANY WAYS CASE STUDIES CAN BENEFIT BUSINESS

Posted on January 13, 2021 by

Although a successful PR strategy is made up of many different strands of activity, they must all seamlessly come together to use effective communications to meet with the wider objectives of a business.

Whether its increasing brand awareness, educating the market on a product or launching a new service, no two PR strategies will ever be the same. Not least because the public’s expectations continually evolve.

This has been most evident throughout the past year. Amid the devastation that we have all experienced, this pandemic has undoubtedly accelerated the digital revolution across the globe. By becoming a more tech-centric society, the landscape for business is undergoing a complete transformation.

Therefore, the need for concise and clear communications has never been as sought after. But as entire industries and working practices continue to change, it is important for businesses to update and archive any achievements and milestones they have reached. These are best communicated when presented as case studies.

How case studies impact a PR strategy

Although there can be a lot of time spent gathering information and insight, case studies enable businesses to showcase the work that has been carried out, the type of clients they work with and more importantly, what they are capable of delivering.

Without a doubt, they have an integral part to play within a PR strategy. Once complete, a case study can act as a marketing tool that can be used to generate new business enquiries and to educate and inform certain sectors of an organisation’s expertise within that market.

Case studies have many benefits. Not only can they act as an active record or timeline of key internal milestones, but can also highlight how significant growth targets have been achieved and clearly demonstrate how existing clients are benefiting from using a specific service or product.

They also offer businesses accountability. By sharing case studies on social media channels, on a website or via the press, businesses are providing evidence that can be used to substantiate any claims made in advertising.

With that said, the output of any case study can also be maximised if it focuses on what’s relevant and topical within a specific industry or the wider marketplace. This will ensure that, when published, it already resonates with the intended target audience.

The contents of a case study

We now operate in a data-driven world. With new technology and innovative developments changing the way we live and work. Data analysis is becoming the driving force behind decision marking within businesses at practically every level.

This is where the full potential of case studies as reliable and effective resources can be fully realised.

By showing specific metrics, whether it’s an increase in profits, meeting quarterly growth targets or expanding workforce, this set of data can help promote the effectiveness of specific products and services to prospective clients.

To further enhance a business’ successes and achievements, let the clients they already work with speak about their own experiences. Testimonials not only give further credibility to a case study, but also strengthen the overall perception of a business by having an external voice speak so positively.

Sharing success

Some companies believe that sharing case studies will provide competitors with too much information. This is very unlikely. Competing businesses are already targeting your clients, so enhancing the relationship that you have through case studies is actually a positive.

It shows that the work that was completed is endorsed by that business and that you are a reputable supplier that delivers results. Furthermore, it shows other potential customers in the same market what they are missing.

Far be it that a case study will deter a customer from contacting you, it will do the exact opposite. Using this information to support sales will redirect the resource and time taken to compiling these examples to where it matters most, converting leads.

There is nothing wrong with sharing success, both internally and with an external audience, and case studies are a great way to do just that.

If you would like to discuss the benefits of case studies for your business, get in touch with our team here. Alternatively, give us a call on 01924 862477 – we’d love to hear from you!

ARE YOU STILL UNDERESTIMATING THE POWER OF PR?

Posted on January 7, 2021 by

A misconstrued view of the PR industry can often prevent business leaders from recognising the breadth, depth and true effectiveness of communications. As a result, many companies still continue underestimating the power of PR and subsequently miss out on the undeniable value that it brings to a brand and its longevity. 

Though a disruptive year plagued with its own unique challenges, 2020 has taught us all some valuable lessons. The pandemic has reinforced the importance of specialised PR across the globe and has showcased how impactful communications, particularly during times of crisis, can become a lifeline.

Meaningful communications in a post COVID-19 world

As the nation continues to adjust and adapt, brands are acknowledging the changing environment and focusing their efforts on engaging in meaningful dialogue with consumers, rather than centering campaigns around overt selling.

This approach has been fundamental in influencing positive public opinion. Without doing so, companies would have faced the very real risk of losing customers. In fact, a recent report showed that 94 per cent of UK shoppers would walk away from brands if they didn’t agree with their response to COVID-19.

With such high stakes, businesses have started to witness firsthand what impact PR can have and the critical role that communications plays. While advertising campaigns were put on pause during the most part of 2020, many brands instead invested in generating new virus-related content and messaging.

As opposed to being assigned a ‘supporting role’, Public Relations was finally given center stage within marketing strategies.

Using PR to lead the way

Between the pandemic, protests, politics and the US presidential election, 2020 was a year of chaotic headlines and heartbreaking articles. Due to this, an appetite for ‘good news’ grew amongst media channels.

Reporters were constantly searching for up lifting articles to share with their readers. Brands that managed to offer a positive and genuine story, were able to secure media coverage and in turn win the trust of their consumers at a time when it was desperately needed.

Prior to the pandemic (perhaps even now), Public Relations and its significance seemed to have been generally misunderstood.

During my career, I have witnessed a myriad of myths and misconceptions about my professional field. The most absurd being that it is no longer relevant. Last year not only proved this to be completely false, but it has done the opposite and further reinforced the power of PR.

Although the industry at its core is based on traditional principles, it has continued to evolve with the times. PR is so much more than press releases. It is a much broader discipline, encompassing everything from social media to digital marketing and all in between. No longer can it be undervalued or underestimated, it is a toolkit to reach audiences and maximise success. Businesses that don’t recognise that will invariably lose out to competitors that do.

If you would like to experience the benefits of PR first-hand, get in touch with our team here. Alternatively, give us a call on 01924 862477 – we’d love to hear from you!

FORCED LOCKDOWN LEADS TO PLANNED SUPPORT

Posted on November 4, 2020 by

Planned support for business

It was only last week I asked our team to stop focusing on Covid-19 in our blogs. In all honesty, I just felt it was a depressing topic that was being covered enough. And so, here I am, a week on doing the exact opposite!

I am hoping however that what I am about to share will give businesses something positive to focus on during the next four weeks. It may also change the direction that they choose to go in the future. Rather than dwell on the past, we are looking ahead.

Time on your hands

For many businesses, the lockdown will mean that they have time on their hands. As this wasn’t planned or expected, it can be redirected. Rather than reverting to lockdown habits, think about the future. Where do you want to be and how are you doing to get there?

Things aren’t easy and budgets are tight but that doesn’t mean you can’t invest wisely.

Planning your next six to twelve months will give you a road map to follow and some structure during uncertain times.

Take control

For the first time in my lifetime, I can honestly say that no one knows what is around the corner. We can all make predictions. Everyone is suddenly an expert. Truth be told, we just don’t know.

It’s time to take control of the things that we can predict. Create a timeline of what you want to achieve and by when. Don’t dwell on what might be and start to put your energies to what will happen.

Once you have a plan in place it will be easier to work towards achieving those goals. Make it visual and you’re onto a winner.

It’s good to talk

During the first wave of the pandemic, some businesses went off grid and fell silent. This is a really bad idea. It sends out the wrong messages to your marketplace and gives audiences – including your staff – cause for concern.

Rather than going quiet, think about what you have to say. Pull together some ideas. Put some thought into the topics that you want to discuss and start to engage. For once, find the time to make communication a priority.

Remember, the people that you rely on when the doors are open are the same as when they are shut. Your customers need to know that you are there and that they have a supplier to come back to. Furthermore, employees need some confidence that all is not lost.

Keeping a consistent feed of updates will give the reassurance that all audiences need.

Planned support

One of the first things we did when we started Open Comms was to create ‘Open for New’ sessions. These have evolved over the years and are opportunities for businesses of all sizes to get the professional and planned support they need.

Each session is bespoke and is carefully tailored to each organisation. We make sure that the brands we work with get the very best return and that this takes no more than a day.

Up to six members of a company are invited to get around a (virtual) table and look at where they are and where they want to be. We focus on communications and how this can support the strategy of the business.

The discussion evolves to cover positioning statements, key messages, targets, engaging with the media, social media, crisis management and putting the right processes in place. As mentioned, we speak to the client beforehand to find out what their challenges and objectives are.

In our experience, every single session is different and that is what makes them so exciting! People leave them knackered (it takes work!) but energised.

Full steam ahead

It can be difficult to find the time to focus on PR and content marketing when you are ‘head down’ and in the thick of it. That is why we are suggesting to businesses that communication is put firmly on the agenda.

Don’t waste your time with the latest box set, you wouldn’t wander off to watch the TV if the doors were open. Use this window of opportunity to pave the way, get some planned support, and look forward to a stronger start to 2021 and all that it holds in store.

For further details about Open for New sessions, please email Lindsey at lindsey.davies@opencomms.co.uk and for more details about the agency and the many businesses we work with please visit www.opencomms.co.uk.

TAKING A PROACTIVE APPROACH TO WORK IN LOCKDOWN

Posted on October 29, 2020 by

In recent months, the public have made a collaborative effort to get life back to some sense of normal. As lockdown restrictions began to ease, employees returned to the workplace, children were back in school and the economy was embarking on a long road to recovery.

This progress, however, is now at risk of coming to an abrupt halt. Although businesses across all sectors have worked tirelessly to become safe and secure, this global pandemic is once again on the rise and stricter social measures are set to be reintroduced.

Although this may be a daunting prospect for many, we must try to remind ourselves of the positive developments that have been made both in our personal and professional lives.

Among the many changes society has experienced, the biggest adjustments were most prevalent in the way we work. New technologies were embraced at a rapid rate, working practices were completely modified and entire industries underwent their own digital revolution.

Yes, the prospect of another lockdown is unwelcome, but businesses across the country are now equipped to deal with this scenario and must take with them the lessons they have learnt from the past nine months.

Communication and connectivity

The sudden shift to remote working caused widespread disruption across the marketplace. Offices became completely barren as vast numbers of employees began to work for their own homes. Although having a flexible workforce isn’t a new concept, it has never been practiced on such a wide scale and, for the most part, on a permanent basis.

A trial by fire for many, clients, customers, employees, and key stakeholders had to quickly evolve their traditional working methods if they were to ensure productivity and business continuity remained intact.

Those that were successful will have undoubtedly implemented new and innovative technologies into their business processes. This has proven to be most effective in the way we now communicate.

With physical interactions strictly prohibited, the Open Comms team for example have utilised video calling as a safe and secure alternative. Although the preference for many will always be to engage face-to-face, the enhancement of video capabilities has provided many benefits to our team. As with many workforces across the country, it has ultimately helped us to remain open for business.

With a flexible working approach, employers have been able to allocate more time to catch up with their team and other office members, whether this is through Teams, Skype or other video conference platforms.

Unexpectedly, without the usual rat race rush and time spent in a particular office, the use of technology has also enabled employees to become better connected to colleagues from different areas of the business. Not only does this create a more connected and inclusive culture, but it also promotes synergy across the company as a whole.

More importantly, many businesses have harnessed video conferencing to deliver a digital customer experience when conducting consumer to business interactions. As the behaviors of potential consumers continue to change, those hardest hit by this global pandemic must resume using video technology as a means of engaging with their customer base and selling products or services.

Mental and physical wellbeing

As we are now many months into the Coronavirus crisis, the traditional eight-hour working day is being slowly replaced with a more flexible model. Although adjustment periods can often be difficult, adapting to living amid a global pandemic has the potential to magnify all our concerns and anxieties.

When the spread of this virus initially took hold, the uncertainty that came with it undoubtedly had an adverse impact to many people’s mental states and being housebound for multiple months was also detrimental to our physical fitness.

However, we quickly learnt to take advantage of lockdown by using the extra time to enjoy life away from the office. Whether this was developing new hobbies, exercising more frequently or spending some much-needed time with our families. We must continue to make concerted efforts to stay proactive despite the threat of Covid continuing to impact our lives.

That being said, it is important to remember that no one person’s mental health will be the same, and therefore can change on a daily, weekly or monthly basis. When someone may be struggling, another could be thriving. Therefore, whether it’s business or in our personal lives, we must also be wary of the people we work and live with as further social restrictions come into play.

Although this has obviously been a difficult year, we must continue to adapt what we have learned over the past several months to improve our daily and future lives. Once this has passed, the legacy of this pandemic should see our working and personal lives be vastly improved.

HOW IGNORING PR CAN BE DAMAGING TO YOUR BUSINESS

Posted on October 1, 2020 by

PR can have a transformational impact on businesses of any size, yet there remains an outdated and unfounded stigma around the value and results that it can deliver.

It goes without saying that communication is critical in the current marketplace. The success of any organisation largely depends on how it engages with its target audience, whether its towards the customer, client, employee or stakeholder.

This is exactly what PR professionals do!

As an agency, we form trusted partnerships with our clients to deliver strategic communications that meet with business objectives. This could be sharing key messages with the masses or more specific and targeted campaigns.

The one consistent factor is that our results speak for themselves.

In a nutshell, we increase brand awareness, help launch new services and products to market, enhance company or individual reputations to help them to become more commercially viable. When combined, the delivery of our services ultimately helps clients to achieve business goals.

Without a robust PR and marketing strategy, businesses are at risk of putting themselves at a disadvantage within the marketplace and losing all visibility with current and prospective customers.

In order to elaborate further, I’ve chosen just three outputs from PR that businesses will find hard to achieve unless they invest in professional services.

Media coverage

Sitting at the heart of PR is securing media coverage. Communications professionals form and develop lasting relationships with a vast number of contacts and journalists. Despite how specific or niche a market may be, members of press, publications and influencers can be targeted to help generate positive publicity for a particular business.

As there is an abundance of ways to digest news, both in print and digital, PR professionals will use their experience and expertise to approach the media with a story that is newsworthy and relevant. The idea being that it is then featured in regional, national or trade publications.

Once media coverage has been secured, it can then be leveraged to increase brand awareness, create a positive public perception and act as a useful platform to promote the launch of new products and services.

Without any investment in PR, businesses are likely to lose this opportunity and as a result fail to be recognised as a legitimate competitor within a specific marketplace.

Social media activity

Social media channels have now established themselves as the digital high street for many businesses. Now more than ever, a greater amount of attention needs to be given to these platforms as they are arguably the first place that target audiences will visit.

In other words, social media channels must give off a good first impression!

Whether it is Twitter, Facebook, Instagram or LinkedIn, businesses need to use each channel to serve a purpose, whether this is showcasing new services or products, promoting brand identity or sharing critical company announcements. They need to act as a reliable and relevant communication resource.

This can be achieved by building the credibility of all platforms, which need to garner a strong following from relevant and influential businesspeople, members of the media, industry counterparts or new and existing clients.

As followers increase, so will the levels of engagement with different posts. This is especially useful when sharing media coverage as it can help significantly increase the amount of people who read about the positive news a company has to share. Thus, increasing brand awareness.

By investing in PR, businesses can ensure that each channel is managed by a team of specialists who understand what type of content should be posted and when. This will enable social media platforms to be used as useful tools to help businesses build towards achieving wider growth ambitions.

Crisis management

Although crisis scenarios are thankfully rare for most, businesses must ensure they have the capability to deal with a problem if one were to ever arise. Whether this be a corporate, public, or internal issue or incident, how this is handled can be make or break for businesses.

Reputation is everything within the marketplace, and once this is destroyed, recovery can be almost impossible!

The most effective way to combat these types of situations is having an experienced crisis management team in place. This forms a big part of the PR toolkit. Communications professionals can explore and identify potential situations that could cause irreversible harm to a brand or business. This is combatted by the implementation of proactive PR strategy.

Despite how prepared the team may be, crisis’ can also occur with no warning at all. This is exactly why it is critical to have a capable team ready to tackle and resolve these issues with minimal collateral damage.

Navigating through these sensitive situations without profession PR support could spell disaster for a business. Damage to brand reputation will have a devastating impact that can never be fixed. The question perhaps therefore is not can you afford PR, but can your business survive and thrive without it?

Investing in public relations is critical to the success of any organisation, now is the time to take action and let PR do the talking.

If you would like to know more about Open Comms and the services we offer, why not give us a call on 01924 862477 or contact us here.

DESPITE MANY CHANGES PR REMAINS A VALUABLE TOOL FOR BUSINESS

Posted on July 17, 2020 by

Over the past few months and throughout the worst of the Coronavirus Pandemic businesses large and small have been faced with numerous changes and we have supported new and existing clients in several different ways.

More so than ever before, competition between businesses is high and the fight for survival is real. I believe that more companies will recognise the value of PR and understand how beneficial it can be as we move through unchartered territory. Having a good communications strategy to support your future might be the key to succeeding in an ever-changing climate.

Coming out of lockdown, one thing is clear, and that is the need for effective engagement with audiences to secure sales.

Reach a wider audience

As businesses have negotiated the changes caused by the pandemic, the need to appeal to a wider and increasingly varied target audience has grown. Consumer attitudes and trends have changed and using PR helps businesses to market themselves across multiple channels.

The need to reach a new audience or demographic coming out of lockdown is where PR could really help a business, and even extend the opportunities it has.

Social Media as an important tool

I am sure we are all aware by now that our internet and social media usage has skyrocketed during lockdown. While this may reduce a little as we move back to ‘normal’, social media should not be underestimated as a marketing tool. In fact, the benefits of using social media for business are ever increasing.

Social media management and content creation are often a key component of our work with clients. PR professionals have the expertise to support growth in this key area and create compelling content that attracts attention and engagement.

While the need for traditional media remains, it is worth being aware of other ways to communicate with customers and how PR professionals can support in this area.

Reactive to opportunities

PR practitioners have contacts across multiple media and are always on the look out for new opportunities that might be beneficial for clients.

Working with an agency gives businesses access to opportunities they might never have considered. Reactive opportunities can be anything from getting a quote from an expert to offing a product as a prize for a competition on the radio. Both get the name of the business or product out there effectively and raise its profile.

The more reactive opportunities that a business can benefit from, the more chance there is of relationships being built with the media. This means that journalists will come to the brand in the future.

Helpful in advertising activities

While it was concluded that PR is almost 90 per cent more effective than advertising it can be very useful when used in conjunction with other tactics during a wider campaign.

While many still believe advertising is enough on its own, the trust built by PR is invaluable to businesses of all sizes. And, it goes without saying, consumers prioritise trust and brand experience over anything else.

While PR professionals will have to make changes in line with the ‘new normal’, the need for brands to invest in communications will be as great as ever.

If you would like to know more about Open Comms and the services we offer, why not give us a call on 01924 862477 or contact us here.

WHY PR BELONGS AROUND THE BOARDROOM TABLE

Posted on July 8, 2020 by

PR deserves a place around the boardroom table

When I first started my career, it was almost unheard of that PR would be represented around the boardroom table. Over the years I’m pleased that in the most part this has been addressed. In this blog, we explore why PR belongs around the boardroom table.

Reputation is the most important asset a company has at its disposal. It can be used to the advantage of an organisation or ignored to the detriment of that brand. The choice lies firmly with the business.

PR is the specialism that ties firmly into the management of that asset.

Establish

When a company launches, it is now common practice for a business to invest in PR. It may be for a one-off project or for a more sustained period. The latter will always deliver stronger results, but it isn’t always possible for every organisation to recognise this from the outset.

The idea behind establishing a brand is to communicate with an audience that will become receptive to its message. How a company chooses to do this is up to them. The approach can be different every time, but the objective remains the same; to educate prospective customers about a product or service.

When we think about how important this one piece of work is, we start to appreciate why these decisions need to be made by senior managers. We are relying on a team of experts to communicate effectively with the chosen audience and in turn evoke a response.

Customers are essential for business. You wouldn’t leave that level of responsibility with just anyone. There is a huge emphasis on trust. As such, the person leading this team needs a seat around the boardroom table.

Maintain

Once a brand has been established, it needs to be maintained. We cannot expect that communicating once with an audience will ever be good enough. In a world where there are marketing messages surrounding us all, we need to gain cut through.

Consistency is fundamental at this stage of the process. Having a clear plan that will give a brand the opportunity to share updates, news and further launches will keep an audience interested. As well as attracting new prospective customers, it’s also about building affinity and resonance with those that have purchased.

The journey with PR never ends. It may take slightly different directions however the idea is to take your customers with you. Brands that create real loyalty are those that do this the best. They are also the ones that recognise the value of PR and its role around the boardroom table.

Build

Brand building comes in many forms. It could be about retaining a fresh image and using current language in all communications. In this example, we are referring to PR and the use of a sustainable plan to build a brand over time.

Having a schedule of activity will allow any company to test an idea, measure the results and review. The beauty of PR is that it evolves over time. Any plan can change at the drop of a hat, so flexibility and being agile is key.

The hardest brands to work with are those that don’t really understand PR or what it is used for. It’s those that consider it to be a ‘nice to have’. Anything that is a nice to have is never going to be a priority and PR should be.

For businesses of all sizes, to manage your communications should be an objective. As well as using media relations and content to educate an audience, PR can also be used during a crisis. This is when companies see the immediate value. It shouldn’t come to that.

Establishing, maintaining and building a reputation 

Establishing, maintaining and building a reputation are all skills that will allow a business to become a success it deserves to be. Having the person or team responsible for that around the boardroom table makes perfect sense.

PR should be considered as important as finance. A company would never function without some knowledge of where the budgets are going. The same can be said for communications. If you are unaware of who is saying what about your business and to whom, perhaps you only have yourself to blame.

Give PR the place it deserves in your business and see how it benefits your bottom line.

WHAT IS A CONTENT STRATEGY?

Posted on June 23, 2020 by

Creating a content strategy

As with many phrases that are industry specific, people often ask us what is a content strategy? The simple answer is that it is a plan which supports what information you will share, where and with whom.

There is a misconception that marketing and communication for a business is easy. You simply talk to the right people, at the right time and in the right place. Ok. In principle that is correct. In practice it takes a great deal more thought, time and effort than that.

Audience mapping

The first challenge is to define your audience groups. This can be more difficult than it initially appears. The reality being that once you are honest about who your customers are, the rest will follow.

Knowing who is purchasing your product or service is key. This doesn’t mean that this will be your audience forever. It is possible to have a captive audience, preferred target and aspirational community.

This is where PR can be really beneficial.

You see, nothing is fixed. The idea that you put together a plan and that it never changes would be absurd to anyone working in the specialism. Much of what we do is about test and measure. Even when you get the results you are looking for the strategy will need tweaking to make sure the plan evolves alongside the business.

Getting the messaging right

The next step in preparing a content strategy is getting the message right. Consistency is really important if what you want your communications to resonate with your audience. Keep it simple. Don’t overcomplicate what you are trying to say to sound intelligent.

This is one of the most common pitfalls with companies that want to engage with their prospects. The belief is that using big words and jargon-laden phrases will impress. The truth is that people don’t have the time to digest what you are trying to say.

Getting straight to the point and showcasing expertise in the examples you share will work far better than writing like you have swallowed a thesaurus.

Choosing the medium

We have more opportunity to communicate than ever before. As well as printed marketing materials and company websites, we also have newspapers, broadcast (TV and radio) and social media channels.

The trick is to identify what mediums your audience(s) will be most likely to access on a regular basis.

Putting your message in the right place is what makes PR so powerful. It allows you to speak directly to those that you hope will buy your product.

Going back to mapping, think very carefully about where to put your energies. Businesses can find PR overwhelming because there is so much to do. Breaking this down into bite-sized chunks and being honest about where your customers access information will make life simpler.

Timings  

Timing is critical when it comes to getting the best results from PR. If you have a product that you sell directly to consumers, then you may want to consider how soon you can make announcements about new products.

With some of the clients we work with, we are planning more than six months in advance. It seems inconceivable but in February we are planning for Halloween and Christmas. This is because consumer publications work so far in advance.

With business to business, it’s essential that you keep abreast of the wider media agenda. Even local events that are taking place could command space within a newspaper that may otherwise have been allocated to your story.

Think about what is happening, key dates throughout the year and the local and wider media agenda. Identify the times that would give you the best opportunities to share your message with the right people.

Don’t choose those that will be most popular. All you will do is make your job harder than it needs to be. Think about your angle, the news you want to share and then draft the content for that specific medium with your audience in mind.

Pulling the plan together

Once you have covered the above, it’s time to pull it all together. This is where you start to see a content strategy unfold.

There is no need to purchase expensive software or to find impressive charts. Use an excel document with relevant columns; audience, message, medium and timings throughout the year.

Once you have populated your spreadsheet, you can identify any gaps. This will give you the chance to think carefully about what you want to do in this space. It may be that greater thought needs to be given to this or that it is a longer-term objective.

The devil is in the detail

Content strategies will evolve quickly. You will see what your audience is most receptive to and you can do more of that. Equally, you will see what they choose to ignore, and the time spent on this can be redirected accordingly.

Make sure to review your content strategy regularly, then you know you have a document you can work from that will deliver results.

Alternatively, call an agency and get the professional help and support that you need. PR may not be a dark art, but it is an essential and business critical tool for those that want to succeed and expand.